Mio Skincare built the active body-care niche — high-performance, plant-based products designed around the pre- and post-workout routine.
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See all ads on AdLibrary →Mio Skincare was founded in 2013 by Sian Sutherland, Tanya Dantzig, and Jill Formby — the team behind pregnancy skincare brand Mama Mio (founded 2004). Mio targets active women with plant-based, vegan, PETA-certified body care. Acquired by THG (The Hut Group) in 2015, the brand is distributed at mioskincare.com and through major beauty retailers. Also searched as Mio.
Mio Skincare's advertising positions bodycare as a fitness essential, not an afterthought. Ads target women who already invest in their workout gear and supplements — the body confidence angle resonates with this audience. Since the 2015 THG acquisition, the brand benefits from THG's performance marketing platform and Lookfantastic retail distribution. See Mio's live ad creative in the Mio Skincare ad library.
Mio's Facebook and Instagram ads use aspirational fitness lifestyle imagery with product-benefit callouts (firming, hydrating, energising). The brand's vegan and PETA-certified credentials appear as trust signals in conversion ads. Lookfantastic and Cultbeauty cross-promotional ads supplement direct DTC campaigns.
Core themes: body confidence, active lifestyle, plant-based clean ingredients (no parabens, mineral oil, synthetic fragrance), pre/post-workout body rituals, and vegan/PETA credentials. Copy is empowering and body-positive — consistent with the brand's position as a confidence tool for active women.
Mio shows how category adjacency works: by positioning body care as a natural extension of the fitness and wellness routine (rather than a beauty product), the brand accesses fitness media, gym retail channels, and fitness-influencer partnerships unavailable to traditional beauty brands.
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